2030 Generation Finding Their Field... Golf Wear Sales Soar

[Asia Economy Reporter Yujin Cho] The fashion industry, which has suffered severe sales slumps due to the novel coronavirus infection (COVID-19), is finally smiling at the sales recovery of golf wear in the second quarter. This is the result of domestic golf courses attracting overseas travel demand and a significant increase in young people in their 20s and 30s enjoying golf.

According to the related industry on the 29th, Kolon Industries FnC Division (hereinafter Kolon FnC) reported that the sales of its golf wear brand WAK in the second quarter (April to June) increased by 50% compared to the same period last year. Golf, an outdoor sport, was less affected by social distancing measures due to COVID-19. An industry insider evaluated, "In a situation where sales performance of all categories is heading toward the bottom due to COVID-19 adversity and domestic recession, a double-digit growth rate is a very meaningful level."

Kolon FnC's WAK Daysdays collaboration

With sports centers closed due to COVID-19, the number of young people in their 20s and 30s who used to enjoy indoor exercise is increasing as they visit the golf field. A Kolon FnC official said, "Since COVID-19, the number of young people visiting the field has increased, and it is understood that the sales of the WAK brand, which targets them as the main consumer group, have increased significantly compared to other brands such as Jack Nicklaus and Elrod."

In the case of J.Lindeberg, imported and sold by Shinsegae International, sales growth was the highest with a 60% increase, and Beanpole Golf, operated by Samsung C&T Fashion Division, also saw sales rise by about 10% during the same period. Sales rates of representative lines preferred by young people, such as resort and retro mood styles, were particularly high.

A Shinsegae International official explained, "As young golfers start going out to the field, sales of items with clearly exposed brand logos are rapidly increasing," adding, "Sales of golf bags, hats, and recently, the use of Bushnell by young golfers has surged, leading to noticeable increases in sales of Bushnell cases and belts."

The surge in online-exclusive line sales was also remarkable due to the expansion of untact (contactless) consumption. For Hedgeis Golf and Daks Golf, operated by LF, sales of online-exclusive lines nearly doubled compared to the same period last year. Castel Bajac, affiliated with Fashion Group Hyungji, also saw online sales grow by 60%. Strengthening online-centered distribution channels such as their own malls coincided with the COVID-19 situation, resulting in the benefits of untact consumption.

An LF official said, "With overseas travel impossible, many consumers want to enjoy hobbies on the field, so functional products in the doing (performance) category are gaining more popularity," adding, "Due to hotter weather than usual, sales of tops such as cool-touch and cooling function T-shirts were also good."

The use of disaster relief funds in May also boosted sales. Castel Bajac recorded a 30% growth compared to the same period last year when comparing weekly sales before and after the use of disaster relief funds in May. Golf wear brands including Castel Bajac mainly use offline street stores, which are eligible for disaster relief fund use, as their key channels. An industry insider said, "Domestic fashion companies, which all saw performance declines in the first quarter due to the worsening business conditions caused by COVID-19, are expected to reduce their deficit in the second quarter." Samsung C&T Fashion Division, which announced its performance first, disclosed yesterday that its operating profit in the second quarter was 1 billion KRW, turning to profit from a loss of 30 billion KRW in the previous quarter.

Daks Golf Heritage Club Premium Collection

This content was produced with the assistance of AI translation services.